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Aston Martin wants to be the Hermes of the car world

Aston Martin doesn't want its wealthy potential customers to perceive the brand as just another sports car maker. The company wants to transform those perceptions so that buyers see its products as luxury goods on par with high-end accessories. If this change can successfully bring in more cash, the business could consider an initial public offering in the coming years. "We seek to position ourselves as the automotive equivalent of Hermes, not as the counterpart of Ferrari." CEO Andy Palmer explained the change to Bloomberg, referencing the boutique French brand. The desire to change buyer impressions comes as Aston Martin pivots away from a focus predominantly on sports cars and more towards high-performance luxury vehicles. For example, the company already has sedans in the lineup like the Rapide and Lagonda Taraf. The future range will also reportedly include an electric Rapide and another Lagonda. The production version of the DBX crossover (concept above) will add one more segment around 2019. However, Aston Martin won't completely abandon coupes because the DB11 will arrive in 2016, and a new Vanquish and Vantage will eventually follow. For Aston Martin to have a future, Palmer believes the company needs to look in new directions, especially with models like the DBX. According to Bloomberg, execs there hope that appealing to more customers could help the business see a net profit in the next three years, which hasn't happened since 2010. To save even more money going forward, the business recently cut 15 percent of its workforce mostly from white collar employees. Featured Gallery Aston Martin DBX: Monterey 2015 View 16 Photos News Source: BloombergImage Credit: Copyright 2015 Drew Phillips / AOL Aston Martin Crossover Luxury Performance Sedan aston martin rapide aston martin lagonda aston martin dbx

Aston teases a topless DB11 before official Spring launch

Aston Martin has a lot riding on the new DB11. Aston Martin's CEO Andy Palmer called the vehicle the most important car the automaker launched in recent history, and on our first drive we said the new coupe is a great first step into the automaker's second century. So it shouldn't come as a surprise to hear that the automaker is working on a Volante variant of the DB11. The automaker teased the upcoming 2018 Aston Martin DB11 Volante with three images on its Facebook page. The lightly-disguised DB11 Volante reveals the upcoming roadster will feature a folding soft-top roof, with the writing on the door indicating that the vehicle will come out in the Spring of 2018. The three images only show the upcoming Volante's rear end, which is just as good looking as the coupe's. The front end should also mimic the regular DB11's, but the fact that Aston Martin didn't release any images of the Volante's front fascia has us thinking that it could be slightly different than the coupe's. Power for the DB11 Volante is expected to come from the automaker's all-new 5.2-liter twin-turbo V12 that generates 600 horsepower and 516 pound-feet of torque. While the coupe is able to hit a top speed of 200 mph and can get to 62 mph in 3.9 seconds, the Volante will be a little slower to 62 mph and will have a lower top speed, as well. Having a roofless DB11 will also cost more than the coupe's base price of roughly $212,000. With the DB11 Volante set to be revealed in the early months of 2018, we expect to see a lot more of the roadster in the upcoming months. Related Video:

Q by Aston Martin makes a 430-hp V8-powered Cygnet

A V8-powered Aston Martin Cygnet with 430 horsepower and 361 pound-feet of torque could be the best definition of "Didn't see that coming" we've had all year. A customer requested the carmaker's customization arm, Q by Aston Martin — Commission, insert a 4.7-liter V8 from the last-gen Vantage S into the Cygnet's engine bay. The grafting job, dressed in Buckinghamshire Green, weighs 1,375 kilograms or 3,025 pounds with fluids, and posts a power-to-weight ratio of 284 hp-per-ton in U.S. parlance, 313 bhp/tonne in UK units. Aston Martin engineers shortened the intake system to keep the Cygnet's standard hood unmolested. The motor blows out the other end through a twin, centrally-mounted exhaust at the end of very short pipes. Other components carried over from the Vantage S include the front and rear subframes, suspension, most of the braking system, and seven-speed Sportshift II transmission. Torque steer isn't an issue, because the rears do the driving via a "miniature" torque tube that runs underneath a custom tunnel. Carbon wheel arches shield 19-inch wheels shod in 275/35 Bridgestone rubber, with six-piston monoblock calipers in front, four-piston monoblocks in back. In spite of Aston Martin calling this "The Ultimate City Car," additional modifications would indicate the owner has ultimate track plans for the V8 Cygnet. The Q department welded in a roll cage, occupants sit in fixed Recaro buckets with four-point harnesses, the driver grips a removable, Alcantara-covered steering wheel, there are leather pull straps on carbon door panels, a steel fuel tank fills the cargo area, and an FIA-compliant fire extinguisher system keeps things cool if the temperature gets too hot. Should the V8 Cygnet pretend to its city car origins, there's a Vantage instrument cluster, air conditioning, and two USB ports. Goodwood Festival of Speed visitors will get to see how she runs up the hill. The original Cygnet, based on the Scion iQ and out of production since 2013, got from 0-60 miles per hour in about 11 seconds. The V8 Cygnet does that in 4.2, and taps out at 170 mph — 60 mph past the standard Cygnet's top speed. Aston Martin says the original Cygnet "looks set to become a future classic." That could be optimistic. The V8 Cygnet, however, just might have the chops. Related Video: Featured Gallery Aston Martin V8 Cygnet View 12 Photos Aston Martin Hatchback Luxury Racing Vehicles Special and Limited Editions aston martin cygnet q by aston martin